Hugo Boss Spring/Summer 2012 Campaign

Monotone hues and sleek sophisticated garments are the basis for the latest Hugo by Hugo Boss spring/summer 2012 campaign.

The brand enlisted the help of top models Sean O’Pry and Freja Beha Erichsen to promote the range, whilst photographer Alexei Hay was chosen to capture the essence of the Hugo by Hugo Boss man.

The campaign features classic, well cut tailored garments which look effortlessly chic due to minimal styling and almost no accessories – allowing the range to really speak for itself. By shooting the whole campaign in black and white, it ensures that the focus remains on the clothing, with emphasis being placed on fit rather than use of colour and patterns.

The new collection is centred around timeless pieces that will have you looking sleek and refined season after season. However, these classic styles have all been given a contemporary twist via unconventional detailing or fabric choices. For example, the key ‘must have’ pieces for us here at the FashionBeans offices are without a doubt the gorgeous double breasted blazer (two buttons instead of 4-6), bomber jacket (perforated material) and Derby shoes (complete with contrasting coloured soled).

We can’t deny that this campaign is one of our favourites we’ve seen so far this year. The combination of the black and white photography and an almost vintage Rockabilly styling have come together wonderfully, to produce a elegant campaign that sees Sean O’Pry resembling an old Hollywood film star.

Check out the full campaign over at Hugo Boss.

Hugo Boss Spring/Summer 2012 Campaign:

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign

Hugo Boss Spring/Summer 2012 Campaign